Avril Lavigne, the rock star know for her kohl-rimmed eyes, is teaming up with retailer kohl's and launching her own rocker-chick clothing line in July 2008.
Dubbed Abbey Dawn (Lavigne's childhood nickname), the back-to-school juniors collection will draw on the eclectic contents of Lavigne's own closet: "a lot of hot pinks and black and stars and purple zebra", she says. "Basically, everything i wear." "It's rock glam: fun, colourful, young, and edgy." The brand will start with apparel and jewelry and add more products as it rolls out new collections every two months. Abbey Dawn is a feminine and flirty, but with a rocker edge.
" I have a very particular style," says Lavigne, 23 - one that's often replicated by fans and one that's not redily available at the local mall. "I want it to be affordable." Apparel prices will range from $24 to $48. " I walk through (a Los Angeles) Kohl's the other day and said, 'Oh, when my line is here it's totally going to stand out' ".
Mixing skulld and plaids with checks and stripes, it's "a rock collection with a feminine edge," says Don Brennan of Kohl's. "I think it will broaden who we bring into our junior department".
Unlike other celebrity-endorsed collections, Lavigne stresses she's not just entering into a licensing deal, "I actually am the designer. What's really important to me is that everything fits well and is well-made, so I try everything on and approve it all"
The second she can get herself into an Abbey Dawn hoodie and pair pf jeans (her most-anticipated pieces), she will. "I can's wait, " She says And "juniors" label notwithstanding, "I'm making sure that I think people in their 20s are going to wear it because it's going to be a sexy fit, not just, 'Oh, t-shirts and hoodies'. The hoodies are slimming. It's not a thick, bulky material."
Her husband of two years, Sum 41's Deryck Whibley, is "excited for me because he knows, especially with the clothing, I've wanted to do this for a while. He's really supportive. He likes anything I like pretty much."
Abbey Dawn in Canada this fall? Very possible! Local radio station says Abbey Dawn's gonna come to Canada this fall. Its not official yet but Canadians got a hope. AD should be probably selling in store called Off The Wall
To order Abbey Dawn online click here! ( Shipping is only for th U.S)